MTJ PR was appointed as the corporate PR agency for Burton’s Biscuits in 2019, in addition to our role as its trade PR agency – a partnership we have maintained for almost a decade.
One of our first projects was to manage the announcement of Burton’s acquisition of Paterson Arran, a food brand with a strong Scottish heritage and brand identity. Our priorities here were to accentuate the many positives and to manage the potential for negative feedback from both trade and consumer perspectives.
What We Did:
We liaised closely with both companies and their agencies to ensure a unified approach, co-ordinated interview opportunities and updated key stakeholders including the local mayor and MSP’s.
The news achieved 69 pieces of coverage (596,000 OTS) with no negative sentiment across local news, grocery, bakery and manufacturing titles.
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